Distilleries have high hopes for high-end bourbon and whiskey

12/2/2013 | Bloomberg Businessweek · CNBC

U.S. distilleries have a two-pronged strategy: low-end sweetened liquors to introduce people to bourbon and whiskey, and high-end, $4,000-a-bottle varieties for people who've gotten hooked and want exclusivity and luxury. With bourbon sales growing faster than those of other liquors, the industry is hoping to encourage more people to try out expensive small-batch brands. "We don't want people to drink more, we need them to drink better,” said Diageo CEO Ivan Menezes.

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Bloomberg Businessweek · CNBC

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